Member Engagement Strategies for Connecting, Recruiting, and Marketing Association Membership
Before we get into marketing association membership for millennials, it’s important to know who millennials are. Millennials are the people who were born between the years 1977 and 2000. They make up 25% of the U.S. population, and now they’re old enough to become the driving force behind many markets. They’re tech-savvy adults who want to feel a peace of mind about where their hard-earned money is going.
Millennials receive a lot of bad press. They’re called entitled, lazy, and selfish. But oftentimes, so-called “millennials” are mislabeled and miscategorized.
While millennials often receive a bad rap, in reality, millennials are discerning, adaptive, and strive to become successful adults. They are changing, and yet, at their core, want the same things any other generation wants. So how can you market association membership to this fluid demographic while still staying true to the needs and values your association already has?
The key to coming up with a marketing association membership strategy geared towards millennials is to understand who they are and what they want from an association. And most importantly, it is to understand what your association can offer millennials that they can’t get somewhere else.
Think about how to reach this demographic on their own terms. More than any previous generation, millennials are highly in tune with the world of social media.
So here’s the million-dollar question: how can associations utilize social media to recruit this next generation of potential members to join your association?
Understanding Millennials Will Help Market Association Membership
Millennials Want to Save Money
Millennials make up a huge portion of the working population, yet studies show that they are making 20% less money than their parents did at the same age. Consequently, they also own less property and are much more likely to be renting apartments or homes.
One way to make a millennial an engaged member of your association is to speak to them on terms that are important to them. How can your association help them save or invest money? How can you help them plan for their long term future?
The greatest benefit of using social media as a way to garner the attention of younger members is that it is essentially “free”. While millennials are already paying for internet service and data plans for their mobile devices, it doesn’t necessarily cost them more to see and use Facebook, or YouTube, or access their email.
Marketing association membership using social media as an engagement point for interaction can be key because you’re meeting millennials where they already are.
Millennials Want Recommendations
Very closely associated with the idea of saving money, millennials want to know where their money is being spent. That’s why unboxing videos are so incredibly popular. Millennials are reading reviews, and getting recommendations from friends and family. They’re making less money, so they want to be sure that when they spend it, they’re getting what they want.
When using social media to reach your target audience, instead of using a call to action like “buy now” to link to your blog post or website, invite them to “learn more”. Millennials want to trust that their money is going to something they believe in, and something they actually desire, so make sure to speak to that need when marketing association membership.
Millennials Like Incentives
Another way to bolster your engagement with would-be millennial members is to incentivize them to recruit more assciation members for you. Give them a chance to win a prize, or just give them a prize, for referrals to new members. Everyone wants to be part of a community, no matter what age.
Motivate them to help create this community and simultaneously give prospective members something to believe in, like the judgment of their peers. A huge amount of millennials (84%!) say that user-generated content, rather than advertising, influences how they spend their money. Use this knowledge to your advantage when marketing association membership!
Millennials Want to be Engaged With, Not Advertised To
Millennials are a very savvy group. They have a great sense of when they are being marketed to, and they’re not fans of it. They are 247% more likely to be persuaded by blogs or social-networking sites than baby boomers are. This is because they view these online communities as trustworthy. And, in a sense, they are right to believe this. In this day and age, social media is the democratic voice of the people; it’s 2019, which is reason enough for associations to strengthen their social media presence.
What they don’t respond to is traditional advertising in newspapers, commercials, etc. Millennials would much rather recommend their friends to read an informative blog post than show them a newspaper advertisement.
This goes back to their desire to save money. Millennials don’t want to feel like they are being sold something, rather they want to feel like they are becoming part of something. If emails are still a large part of your marketing association membership strategy, tailor it to the millennial mindset.
“Click-bait” subject lines are likely going to get your emails forwarded straight to the spam folder. Send an email that invites both your prospects and your new members to partake. Invite them to share, and become part of the front-running team. Use an email campaign that doesn’t make your members feel like customers, but makes them feel like they’re part of a community that cares about them and their individual beliefs.
An Engagement Plan for the Next Generation
Membership Organization for Millennials
We can’t expect to continue with the same marketing association membership strategies forever if we wish to grow our membership base with the coming generations. Millennials want to make money, they want to be engaged, and they want to invest in the things that matter to them. This might sound like every generation, but the ways in which they try to achieve these goals are substantially different than Gen Xer’s or Baby Boomers.
Social media is where the younger generation lives, so use this new medium to speak to your new audience. Millennials are diverse, and fluid. It can be hard to market your association to target them because they are truly such a diverse crowd. But the first trick to catching a fish is knowing where to find it, so get your waders on and hop into the river.